Research on Breakfast Cereal

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Submitted for partial fulfillment of award of Post Graduate Diploma in Management program in the subject of Marketing Research at INMANTEC Business School, Ghaziabad

“A marketing research study on cereal breakfast and customer satisfaction” .

INMANTEC Business School

Executive Summary

Consumer buying behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy, when they buy it, where they buy it, how often they buy it for purchase and the impact of such evaluations on future purchases, and how they dispose it off. The study of consumer behavior provides us with reasons why consumer differs from one another in buying/using products and services. The study of consumer behavior towards any Products is an important area of study for all company’s/ producer/ manufacturer/ marketer in the field of marketing. Such a study help to understand what is going on in the market & how the consumer act in the process of consuming or using products. It emphasis on the present as well as the future demands of products or services which are available in the market. Cereal is one of the most common purchases that an Indian household make. It has become one of the most loved fast food products for every age group. Cereals are eaten by all sections of people throughout the year. Cereal are easy to carry, tasty to eat and reasonable at cost. They are, thus, mass consumption items with number of varieties and shapes. Market for biscuits is scattered all over the country. Urban and semi-urban markets are dominated by many national and regional brands but even then many local manufacturers are doing a good business as their products are fresh, they offer many varieties and they are cheaper. Therefore, research is required to examine the customers’ perception towards biscuits. So the problem is to identify what are the Criteria that prospective customer takes into consideration before buying biscuit. Also after purchasing are customers being satisfied or not?

TABLE OF CONTENTS:
S. No. | Contents|
1. | Executive summary | 2.| Synopsis |
3. 3.1 3.2 3.3| Objectives of the proposed StudyTitle of the projectPurpose of the studyObjective of the study| 4. 4.1 4.2 4.3| Research MethodologyMethodologySample size collection method| 5. 5.1 5.2 5.3| Data Collection Primary dataSamplingInstrument| 6. 6.1 6.2 6.3| Data analysisTools and techniquesData analysis on questionnaireHypothesis| 7. 7.1| Analysis & Scope of research SPSS analysis| 8. 8.1 8.2| FindingsKey findingsconsumer decision-making| 9.| AnnexureQuestionnaire|

10.| References & Bibliography|

2. SYNOPSIS

Old habits die hard. Especially when if comes to Indian eating habits. When Kellogg India Ltd. (Kellogg’s), the wholly owned subsidiary of the USD7-billion Kellogg Company, entered the 3000- ton cereal market a few years back, little did it realize the importance of the adage. In 1994, it had a clear game plan to position itself on the health platform, Highlighting the nutritional values of the brand. The project involves the study of the buying behavior and consumption pattern on breakfast cereal. This research will prove useful to eventually find out any new possibilities of new product as well as the different test that the company is looking for the understanding the Indian consumer mindset. The Research done was primary and Secondary in nature. The Secondary research was exploratory in nature. The Primary...
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